보험영업사원의 고객관계형성에 대한 다중 매개효과 분석 - 비즈니스 및 사회적 관계형성을 중심으로 -
A Study on the Multiple-mediation effect of the Customer Relationship Building of Insurance Salespeople - Focusing on the Business and Social Relationship Building -
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본 연구는 보험영업사원(이하 영업사원)의 고객관계형성에 대한 다중매개 효과를 분석한다. 이를 위하여 고객관계형성 행동 중 소통 행동과 공감대형성 행동이 고객만족에 미치는 영향관계에 대한 비즈니스 관계형성과 사회적 관계형성을 중심으로 분석하였다. 매개효과는 Hayes의 SPSS Process V3.1을 사용하였다. 연구결과 소통 행동과 공감대형성 행동이 고객만족에 미치는 영향관계는 비즈니스 관계형성과 사회적 관계형성이 동시에 매개하는 것으로 확인되었다. 또한 소통 행동과 공감대형성 행동이 고객만족에 미치는 영향관계는 사회적 관계형성, 비즈니스 관계형성의 순으로 직렬 매개하는 것으로 확인되었다. 이론적 시사점으로는 영업사원들의 고객만족을 위한 비즈니스 관계형성 활동에 사회적 관계형성이 선행요인으로 작용한다는 것을 순차적 직렬 매개효과 검증을 통하여 실증적으로 확인하였다. 실무적 시사점으로는 보험영업사원이 고객과의 장기적인 관계에서 성과창출을 위하여 사회적 관계형성 활동과 함께 비즈니스 관계형성 활동에도 노력하여야 한다는 것이다.
Abstract
This study analyzes the effect of multiple salespeople on the customer relationship building. For this purpose, the Commission analyzed the business and social relationship building for the influence of information-communication behavior and common grounding behavior on customer satisfaction during the customer relationship building. The SPSS Process V3.1 of Hayes was used to check the parameter effects. Research has shown that the impact of information-communication behavior and common grounding behavior on customer satisfaction is mediated by both business relationship building and social relationship building. It was also confirmed that the effects of information- communication behavior and common grounding behavior on customer satisfaction were multi and sequential mediated in series in the order of social and business relationship building. Theoretical implication is empirically verified through sequential mediation effect that social relationship building activities as a prerequisite for business relationship building activities for customer satisfaction. The practical implication is that insurance salespeople should also strive for business relationship building activities along with social relationship building activities to generate performance in their long-term relationships with customers.
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